For most of the digital age, marketers have relied on cookies to track general trends on how users were engaging with their brands across various digital channels. However, the demise of the cookie began with the increasing use of various smart devices making it nearly impossible to piece together fragmented pieces of data to create one view of any conversion. This demise is now accelerated because of the public’s awareness and fear over how their data is being used and the steps by both regulators and consumer tech giants (Apple, Safari, Chrome, etc.) to put increased rules on how data is obtained and used. Once seen as an invaluable way to gain insight into our consumers habits is plagued with inefficiency, inaccuracies, and mistrust.

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